한국인터넷진흥원

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목차

제 1 장 조사 배경 및 개요 ····································································1
제 1 절 조사 배경 ···························································································1
제 2 절 조사 개요 ···························································································4
제 2 장 아시아(한중일) 전자상거래 업체 운영 현황 조사 ··············6
제 1 절 국내 ·····································································································6
1. 시장 개요 ································································································6
가. 주요 현황 ························································································6
나. 시장 다이내믹스 ··········································································11
다. 요약 ································································································16
2. 전자상거래 기업 현황 ········································································18
가. 네이버 ····························································································18
나. 쿠팡 ································································································20
다. 이베이코리아- G마켓 ··································································22
라. 이베이코리아- 옥션 ····································································24
마. 이마트 SSG.com ···········································································26
바. 11번가 ····························································································29
사. 위메프 ····························································································31
제 2 절 중국 ···································································································34
1. 시장 개요 ······························································································34
가. 주요 현황 ······················································································34
나. 시장 다이내믹스 ··········································································39
다. 요약 ································································································44
2. 전자상거래 기업 현황 ········································································45
가. 티몰/타오바오(天猫/淘宝) ···························································45
나. 징둥(京东, JD.com) ······································································47
다. 핀둬둬(拼多多) ··············································································49
라. 쑤닝(苏宁) ······················································································51
마. 웨이핀후이(唯品会, www.vip.com) ············································53
제 3 절 일본 ···································································································55
1. 시장 개요 ······························································································55
가. 주요 현황 ······················································································55
나. 시장 다이내믹스 ··········································································62
다. 요약 ································································································70
2. 전자상거래 기업 현황 ········································································72
가. 라쿠텐이치바(楽天市場) ······························································72
나. 아마존(Amazon, アマゾン) ·························································75
다. 야후쇼핑(Yahoo!ショッピング) ··················································78
라. 메르카리(メルカリ) ······································································80
마. 베이스(BASE, ベイス) ·······························································84
제 3 장 아시아(한중일) 전자상거래 서비스 법제 현황 조사 ········87
제 1 절 국내 ···································································································87
1. 전자상거래 서비스 관련 법률체계 ··················································87
가. 개요 ································································································87
나. 전자상거래 관련 법률 ································································88
다. 개인정보보호 관련 법률 ····························································93
2. 소관 부처 현황 ····················································································98
가. 개요 ································································································98
나. 전자상거래 관할부처 ································································99
다. 개인정보보호 관련 부처 ························································101
3. 규제 및 가이드라인 개발 현황 ······················································107
가. 전자상거래 등에서의 소비자보호 지침 ································107
나. 모바일 전자상거래 가이드라인 ··············································108
다. 가명정보처리 가이드라인 ························································108
라. 국내 금융분야 가명처리·익명처리 안내서 ························109
마. 기타 ····························································································109
4. 주요 개인정보보호 침해 사건 사례 분석 ····································111
가. 개인정보 수집 및 공유 관련 침해 사례 ······························111
나. 개인정보 유출 관련 사례 ························································114
제 2 절 중국 ·································································································116
1. 전자상거래 서비스 관련 법률체계 ················································116
가. 개요 ······························································································116
나. 전자상거래 관련 법률 ······························································117
다. 개인정보보호 관련 법률 ··························································119
2. 소관 부처 현황 ··················································································125
가. 개요 ······························································································125
나. 전자상거래 관할부처 ······························································125
다. 개인정보보호 관련 부처 ························································126
3. 규제 및 가이드라인 개발 현황 ······················································128
가. B2C 전자상거래 플랫폼 사업자 거래규칙 제정지침 ·········128
나. 인터넷 개인정보 안전보호지침 ··············································129
다. 앱 개인정보보호 준법평가도구 ··············································130
4. 주요 개인정보보호 침해 사건 사례 분석 ····································130
가. 개인정보 수집 및 공유 관련 침해 사례 ······························130
나. 개인정보 유출 관련 사례 ························································132
제 3 절 일본 ·································································································135
1. 전자상거래 서비스 관련 법률체계 ················································135
가. 개요 ······························································································135
나. 전자상거래 관련 법률 ······························································136
다. 개인정보보호 관련 법률 ··························································139
2. 소관 부처 현황 ··················································································143
가. 개요 ······························································································143
나. 전자상거래 관할부처 ································································143
다. 개인정보보호 관련 부처 ··························································144
3. 규제 및 가이드라인 개발 현황 ······················································145
가. 전자상거래 및 정보재 거래 등에 관한 준칙 ······················145
나. 개인정보보호 기본방침 ····························································147
다. 소비자청 전자상거래 관련 가이드라인 및 지침 ················147
4. 주요 개인정보보호 침해 사건 사례 분석 ····································148
가. 개인정보 수집 및 공유 관련 침해 사례 ······························148
나. 개인정보 유출 관련 사례 ························································151
제 4 장 아시아(한중일) 전자상거래 서비스 설문 및 인터뷰 ······153
제 1 절 조사 개요 및 결과 요약 ·····························································153
1. 전자상거래 이용자 설문조사 ··························································153
가. 조사 개요 ····················································································153
나. 결과 요약 ····················································································154
2. 전자상거래 기업 심층인터뷰 개요 ················································159
가. 조사 개요 ····················································································159
나. 결과 요약 ····················································································160
제 2 절 한국 ·································································································163
1. 전자상거래 이용자 설문조사 결과 ················································163
가. 응답자 특성 ················································································163
나. 전자상거래 이용 경험과 서비스 선택 시 중요하게 생각하는 특징 163
다. 전자상거래 서비스의 개인정보보호 관련 인식 ··················164
라. 전자상거래 서비스의 개인정보보호 조치별 필요성 및 피해 경험166
2. 전자상거래 기업 심층인터뷰 결과 ················································168
가. 개인정보 관리나 규제 준수 상의 어려운 점 ······················168
나. 개인정보보호 관련 법제의 개선 필요사항 ··························169
다. 국경 간 데이터 이동 상의 제도적 문제점과 개선사항 ····170
라. 타사 대비 자사의 개인정보 처리방침에서 특별히 강조되는 사항171
마. ISMS-P 관련 항목 별 기업 이행 현황 ··································171
제 3 절 중국 ·································································································173
1. 전자상거래 이용자 설문조사 결과 ················································173
가. 응답자 특성 ················································································173
나. 전자상거래 이용 경험과 서비스 선택 시 중요하게 생각하는 특징173
다. 전자상거래 서비스의 개인정보보호 관련 인식 ··················174
라. 전자상거래 서비스의 개인정보보호 조치별 필요성 및 피해 경험176
2. 전자상거래 기업 심층인터뷰 결과 ················································177
가. 개인정보 관리나 규제 준수 상의 어려운 점 ······················177
나. 개인정보보호 관련 법제의 개선 필요사항 ··························178
다. 국경 간 데이터 이동 상의 제도적 문제점과 개선사항 ····179
라. 타사 대비 자사의 개인정보 처리방침에서 특별히 강조되는 사항181
제 4 절 일본 ·································································································182
1. 전자상거래 이용자 설문조사 결과 ················································182
가. 응답자 특성 ················································································182
나. 전자상거래 이용 경험과 서비스 선택 시 중요하게 생각하는 특징182
다. 전자상거래 서비스의 개인정보보호 관련 인식 ··················183
라. 전자상거래 서비스의 개인정보보호 조치별 필요성 및 피해 경험 185
2. 전자상거래 기업 심층인터뷰 결과 ················································186
가. 개인정보 관리나 규제 준수 상의 어려운 점 ······················186
나. 개인정보보호 관련 법제의 개선 필요사항 ··························187
다. 국경 간 데이터 이동 상의 제도적 문제점과 개선사항 ····188
라. 타사 대비 자사의 개인정보 처리방침에서 특별히 강조되는 사항189
제 5 장 전자상거래 사업자를 위한 개인정보보호 가이드라인 ··190
제 1 절 목적 및 개발 접근법 ···································································190
1. 목적 ······································································································190
2. 개발 접근법 ························································································190
제 2 절 대 상 자 ·························································································191
제 3 절 전자상거래 사업자 개인정보보호 가이드라인 ·······················191
1. 개인정보의 수집 ················································································191
가. 수집 대상 ····················································································191
나. 수집 수단 ····················································································192
다. 수집 금지 대상 ··········································································192
2. 개인정보의 처리 및 저장·보관 ····················································192
가. 개인정보의 처리 ········································································192
나. 개인정보의 저장·보관 ····························································193
3. 개인정보의 이용 ················································································193
가. 개인정보의 이용 조건 ······························································193
나. 이용 불가한 조건 ······································································194
4. 개인정보의 제공 및 공개 ································································194
가. 개인정보의 제공 ········································································194
나. 개인정보의 공개 ········································································195
5. 개인정보 보안관리 ············································································195
6. 국외 이전 개인정보 ··········································································196
7. 사고 대응 ····························································································197
8. 개인정보의 파기 ················································································198
9. 기타 서비스 제공자의 의무 및 권고사항 ····································198
가. 서비스 제공자 조직 내부의 의무 및 권고사항 ··················198
나. 소비자 및 입접 업체 대상 의무 및 권고사항 ····················199
제 6 장 전자상거래 분야 개인정보보호를 위한 국제 협력 방안 200
제 1 절 개 요 ·······························································································200
제 2 절 전자상거래 개인정보 국외 이전 현황과 문제점 ···················204
1. 한국 ······································································································204
2. 중국 ······································································································205
3. 일본 ······································································································206
제 3 절 국제 협력을 위한 제언 ·······························································209
1. 국내 법규 정비 ················································································209
2. 정부 간 국제 공조 ············································································210
3. 민간 사업자 간 국제 공조 ······························································211
[별첨 1] 한중일 전자상거래 이용자 설문조사 설문지 ··················213
[별첨 2] 전자상거래 이용자 응답자 현황 ········································218
[별첨 3] 전자상거래 기업 개인정보보호 담당자 심층 인터뷰 질문지 219
[별첨 4] 기타 아시아 국가 전자상거래 정책 현황 ························225